Social Clicks: What and Who Gets Read on Twitter? Maksym Gabielkov, Arthi Ramachandran, Arnaud Legout, Augustin Chaintreau {maksym.gabielkov, arnaud.legout}@inria.fr
What changed the most ? How the people find news?
How People Find News? Direct access Organic search Social networks
Why Is It Important for News Media? Subscription Advertisement
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Organic search and social networks create volatility Make harder to predict the audience
What is the goal of our work? Understand the efficiency of Twitter to direct traffic to news media
Popular on Twitter 80% of URLs shorted with bit.ly
Share, Reception, and Clicks Receptions A share http://www.nytimes.com/ 2016/02/21/travel/cheap-flights-american-airlines-united-delta.html?smid=tw-nytimes& smtyp=cur Social click
Data Collection Methodology Clicks from Twitter & t.co In 24 hours after birth date and next 2 weeks Clicks 1% tweet sample to discover URLs Search the past (up to 1 week) for each found URL URL birth date Shares and receptions We are first to combine shares and receptions with clicks!
Dataset Collected during 1 month Contains 5 news domains 60k URLs 3m shares 75b impressions 10m clicks
How to efficiently attract traffic? Should news media focus on headlines or diversify their content?
Secondary URLs do matter a lot! Primary URLs Sent by official accounts with 10M+ followers Always clicked Secondary URLs All the URLs that are not primary 60% not clicked Secondary URLs do matter a lot! 2% 98% All URLs 17% 83% All shares 60% 40% All receptions 40% 60% All clicks
What does matter to understand the audience? Are shares meaningful?
Can We Predict Clicks with Shares? 20 30 800
Can We Predict Clicks with Shares? 3 clicks 2 1 #URLs The number of shares is a poor metric of the actual content popularity #shares #receptions #clicks
Social Clicks: What and Who Gets Read on Twitter? Maksym Gabielkov, Arthi Ramachandran, Arnaud Legout, Augustin Chaintreau {maksym.gabielkov, arnaud.legout}@inria.fr Dataset on the SoTweet project page